Jaimie Kwon

Title: Senior Data Mining Engineer

Areas of expertise: Segmentation Insights Platform (SIP), reporting and insights

 

How long have you been with Advertising.com?
Three and a half years.

What did you do before?
I was a researcher at UC Berkeley (go Bears!) and taught at Cal State East Bay.

What can advertisers do with the data and reporting your team provides? How is it actionable?
Well, we build “look-alike” models for advertisers – high propensity purchasers based on advertisers’ own databases, for instance. So that’s already actionable.

We also have our proprietary campaign insight reporting that comes from the SLT. These reports affirm for advertisers that their campaign is reaching their intended target and help them discover new potential targets.

What are some of the best ways you see advertisers using this data?
SLT reports on raw conversions or actions. If a conversion occurs it could be from an offline campaign (like a TV ad). We are working on attribution models – and our advertisers are as well – to tie specific conversions to online and offline campaigns.

Where do you see campaign data, analytics, reporting and insights in five years?
I think we will see the proliferation of even more data over the next few years. Those in the marketplace who know how to use it will stand out.

We’ve made really great progress at AOL in the last few years at compiling and analyzing data, as well as building a robust reporting platform. The sheer size and scale of AOL makes us a powerful data warehouse. We have massive amounts of data and raw ad serving logs coming from the AOL Advertising organization (including Advertising.com, ADTECH, behavioral and contextual logs, etc.). Our systems are processing five billion transactions (clicks, conversions, etc.) per second.

What problems keep you up at night?
The data I work with on a daily basis is extremely complex, massive and unwieldy. Even the simplest tasks take a tremendous amount of effort due to the sheer size of the pool I’m working with. So a constant challenge is finding ways to effectively manipulate and organize the data. Also, we always want to validate our models, so that is a challenge as well.

What are you working on right now?
I am extending SLT to report on industry categories like Auto, Telco and Entertainment. Thus far we have been looking at individual campaigns, but now we want to aggregate that information to get insights about particular industries.

Tell us something that we don’t know about you.
I play four kinds of guitars (classical, acoustic, electric and bass). I am equally terrible at all four.

 

Learn more about Advertising.com’s reporting and insights capabilities here.